Report

Client needs

The client’s company is called ‘Fizzy Drink INC’ and they want an advertisement for their new energy
drink. In their brief, they have requested the advertisement to be between 30 to 60 seconds long. To
show my ideas I first off need to brainstorm ideas for the main elements of the product such as its
name. To help me come up with my main ideas I need to research competitor companies and their
drinks to see what makes them popular and what makes them stand out as a brand. I also need to
research the ingredients which go into making an energy drink, so that I can use them on my can
label information. After I have done this I need storyboards of my ideas for the products logo and
the layout of the can label. These designs will then be used to create my product on Photoshop, I
need to make sure that the can label incorporates the logo somewhere on it that is clearly visible. I
will also need to create a script for the advertisement so that I know that it will fit into the requested
period for film footage. The client has specifically requested that any video footage used will be
edited in Premier, to do this I will use a training manual so that I become familiar with the software. I
also need to ensure that I use a suitable format for the advertisement to be transferred and shown
on websites and TV. The client has asked me to think about who my target audience will be this is so
that I take them into account when I am choosing my design ideas so that it will appeal to them.

The name of my product will be ‘H₂GO’ which is a play on H₂O and it has a logo that features a water
droplet which is iconography of the water. The idea of sticking with the theme of water is to show
that even though it is an energy drink it is still good for you and hydrating in the same way water is.

Audience

The client has specifically requested that I consider the target

audience. My audience will be young adults/teens (aged 16-23)
who are typically interested in health. For me to appeal to this
target audience I believe that it is important to use an
actor/actress who is around the same age in the advertisement.
For my advertisement I want to set it on a race track or in a gym
to create an atmosphere that the audience will be familiar with
and may spend a fair amount of time there. I will show how once the actor has drank the energy
drink they will feel more powerful and motivated to continue their training after convincing that it
isn’t full of sugar. Every aspect of my product must relate back to the target audience to ensure it
still appeals to them.

Script

A script is used to give an actor/actress dialogue and staging instructions within a media related
recording. The rough idea for my script I have come up with needs to include both elements for
example a short section would be:

Emily : (Point at can) Aren’t those really bad for you though?

James : (Push can towards Emily) Nah, not this one! Trust me on this.

The text which has been bolded is the actor/actress who will speak or will perform the action, the
text in brackets and in italics is the action which will be performed and the text which is just normal
is dialogue. Aspects which will also been explained in the script are sound effects or background
noises e.g. if it was set in a gym then possibly the sound of heavy breathing and other people using
the equipment.

The client requested that I try to relate back to the audience as much as possible and as my target
audience is young adults/teens I have used more casual slang language such as ‘nah’ rather than no
and ‘aren’t’, the reason for this is because teenagers typically shorten most words or make them
more casual. This means that to relate the characters to them more means I have to use words that
they would typically use.

Storyboards

Storyboards relating to the creation of my video will be created at a later date once I have watched
some examples of past advertisements that have been made so that I know what makes a good
advert. I have already designed my logo and can label on storyboards which will soon be created
using Photoshop.

When it comes to designing the entire advert I will have to plan many elements using things such as
dope sheets and timelines, I will also need to consider things such as timings and props that I will
need.

Technical considerations

Platform + File Format

My product needs to be suitable to use on a range of platforms, it will mainly be seen on TV to try to
reach its audience, and this means my advertisement will need to be in a MPEG format. I would also
intent for my advert to be shown on platforms such as YouTube, for this my advert will need to be in
a 3GP file format. The reason why it would be good to put my advert on YouTube because this
means that if someone wants to view it
at any time rather than only when it
appears on TV.

File Size

If I want to upload my advertisement to

YouTube then I need to ensure that the
file is the right size for YouTube standards, the current standard is ‘2 GB for uploads from YouTube
web page and 20 GB if Java-based Advanced Uploader is used’. For the advert to be uploaded to
YouTube I need to ensure that the size in 3GP is 20GB or below.
Compression

When I am compressing my advert for television format I need to make sure that the compression
type is lossless, this is because of the increasing size of TV’s and HD quality TV. If I do not make it
lossless then it may appear bad quality on television. However, for uploading my video onto
platforms such as websites I can use a lossy compression. This is because videos on websites such as
YouTube don’t necessarily have to be high quality.

Streaming method

Streaming wouldn’t be possible for my product as it would be pre-

recorded footage, this means it would have to be downloaded. The only
way it would be possible is if someone were to be watching live
television streaming on a website such as ITV, my advert would then be
played in-between a broadcast of a program. The user would then have
the option to click on the ad which would take them to the
advertisements website, this is called progressive streaming.

Media player

Once downloaded, my advertisement must be able to open up onto all default

media players such as QuickTime and Windows Media Player.

Legal and ethical

The Copyright designs and patents act was passed in

1988 as a law to protect individuals from having their
ideas taken or copied by someone else. An example of
a breech against this act is when an original author
spending hours planning and writing a story, and then
having a second person copying the original work, and
claiming it as his or her own. Without this act, the second author could publish the book claiming it
as theirs with their name on it without the first author being able to do anything about it. However if
the original author copyrighted their work then they could take legal action against the second
author which will cause them to receive a sentencing or fine for copyright infringement. Other
examples of Medias that can be copyright protected other than a book can be; MP3, Song scripts,
images (traditional or digital), photos, videos, and clothes.

Copyright laws are automatically applied in the UK onto a piece of work; this means the creator does
not have to send of any forms or other such methods to protect their ideas and work. A product will
remain copyright protected during the lifetime of its creator and an addition 70 years after they have
passed away. If an expression of the original idea was produced this is not considered a breach in the
law and will not be infringed if you were to only use a part of the protected piece. This means it can
be difficult to determine how much of the product can be copied without beaching the law.

The Advertising Standards Authority monitors a series of codes of

practice used to monitor the content of Medias. The media the ASA
covers include; newspapers, magazines, billboards, posters, leaflets,
mailings, texts, and UK based websites. To understand the public’s
view the ASA offers surveys and contact details to them, this give the public an opportunity to write
about any concerns they might have about an advertisement.

Libel refers to the discrimination of a person through written content, such as writing a report about
a person and damaging their name by printing lies or rumours and releasing this to the public this
could also be related to private information that the person did not wish to be released.

The decency of a media product is used to help decide what age rating is appropriate based on the
content. Aspects that are looked for are elements of anything that can be considered harmful. These
are things such as obscenity, sedition, blasphemy, violence, bad language, sex, bigotry, nudity, and
explicit material.

Basic Ethical and moral considerations

Confidentiality

Customer confidentiality is a requirement that is presented when a person or organisation has

received information of a client’s personal details through their business/line of work.
Confidentiality laws states that a business that holds information on a client is not entitled to sell
their information onto other companies and must safeguard it from things such as theft,
unauthorised access/use or loss.

Privacy

Privacy is similar to the customer confidentiality regarding that the client’s identification and
personal information is kept private. Privacy limitations would need to be considered when creating
any form of product, a main example would be one’s that use film. This will be more relevant in
quite busy areas where many members of the public may be present. For example, if a pedestrian
were to walk past as filming is taking place this would mean that they would appear on footage. This
means that either the shot would need to be taken again or the person who is present on the video
signs a consent form. Alternatively, the editors could blur out the persons face therefore concealing
their identity.

Race

Racial discrimination is a highly recognised issue in the media today, which means it is very
important to make sure a product is representative and can appeal to all ethnicities to avoid any
allegations of discrimination. This is even more important in larger advertisement campaigns or large
companies products as any racial remarks made that would be considered offensive can be removed
from any public viewing. There are exceptions to this, which are typically in films with age ratings
that will also have a warning that it will contain offensive language.

Gender

Unless a product has a specific gender target audience then the content
should be unbiased towards men and women this relates to the amount of
images and references made to each gender. Forms of infringement that can
be made against genders are objectification, sexualisation and stereotypical
representation.

Sexuality

Any form of homophobic references are not acceptable on any form of media this is because it is
classed as a hate crime, which means it is considered a criminal offence. Having depictions of
sexualities on media products is allowed so long as it does not represent the preference in a
stereotypical or negative way, nor are they used verbally as an insult. This is only moderately
accepted in things such as films where they have ratings on the product and a warning about it
involving language some people may find offensive.

Web

The internet is the biggest development in international communications

and information access which means it is subject to copyright abuse. It
has a big effect on a person’s privacy rights as their identity and personal
information is typically made public on social media or can be hacked by
individuals, in serious cases this can lead to people finding your address,
for example, using email and website transactions through national and
international directories, this has raised new privacy concerns.

TV

Television is a medium which main uses are advertising, information

and entertainment. There are many elements that go into the
production of a TV broadcast, things such as lighting, audio, video
and editing are all key factors which need to be planned out and
considered properly. Every TV production has a different number of
people in any role. This can vary between productions depending on
the budget, time and resources that they have available to them.

Clearances

Clearances are needed in film advertisement, in order for your production to be displayed to the
public you need to ensure that each aspect of the production is ‘cleared’. To do this means having
written permission saying that everything/everyone that has been used in the film has agreed to it.
This also includes things such as the script, brand names, logos, images and music.

The best way for me to make sure I cover all the clearances I need to is by creating them as I come
across one that needs to be checked rather than coming up with them before the production. If this
advertisement was to be shown on TV there may be some issues with being unable to obtain
clearances meaning that I would have to find a substitute instead.